2018 - Five steps to developing an effective brand strategy

OVERVIEW
Many marketers want to brand their products or services more effectively, but most jump to the implementation of advertising and promotion before they really define their brand and what differentiates it from the competition in the marketplace. In this presentation, Ken Banks details a five-step process that he learned and developed over a 35-year career as a marketing executive that, if implemented properly, can mean the difference between a successful brand and one that is simply a me-too product. Bringing real-life experiences and case studies to the presentation, Ken demonstrates what is essential in developing a brand strategy and what are the keys to getting the entire organization in sync with the strategy. First defining what branding really is (and is not) and then discussing the ways to make a brand resonate with the customers, Ken will help the attendees jump-start their brands and move forward in an organized manner to make sure that all of the marketing efforts are more effective and the chance of failure are reduced. The same principles can apply to developing a personal brand as well in order to have a more successful career and personal life.
WHY SHOULD YOU ATTEND
The fears, uncertainties and doubts in marketing are centered around wondering whether the marketing efforts (and the budget investments) will succeed in building market share and revenues. This process will help any company or individual gain a clearer picture of what makes the customer want their brand over the competitors by understanding customer perceptions, competitive mapping, and more consistent marketing messages that position the brand for success and long-term growth. Having a successful brand strategy eliminates the uncertainties and focuses the efforts for the entire organization on insuring that all of the functions of the company live up to the brand every day.
AREAS COVERED
1. Understanding Branding—what it is. What it isn’t.
2. Importance of research—understanding the customer, the competition, the product.
3. Defining the emotional value of your product. What are you famous for?
4. Developing a marketing plan that works. It’s all in the message and it’s all based on what you learned in the first three steps.
5. Living up to the brand—everyday. How do you market internally before you ever talk to the customer? How do you maintain the internal audience’s participation and support?
To demonstrate all of these points, the presentation will provide case studies and real world examples to show how some companies brand effectively and how some companies miss the mark completely.
LEARNING OBJECTIVES
By attending this session, you will:
1. Learn that Branding is not just an advertising slogan, new company name or logo; it’s the culture and DNA of you and your company, its services and your expertise. It’s what you are famous for.
2. Learn how to make sure that your presentations, your company, your people and your material is consistent with your brand and lives up to it every day. Branding is a relationship with your customers and here’s how to develop that relationship with your audiences.
3. Learn five steps that you can start tomorrow to make your products, your services and your materials come alive with your brand strategy and grow successfully.
4. How to develop a brand strategy for their business in order to differentiate themselves from the other brands out there.
5. With a clear understanding of what a brand really is and how to define their own brand (or what they want to be famous for), the attendees will have a better opportunity for success. I will share some examples from over 30 years in the marketing and retailing industries that will demonstrate effectively and entertainingly how to make a brand that really develops a relationship with your customers and your clients.
6. To be successful in the competitive world, having an effective brand strategy is not simply valuable but it is imperative to succeed.
WHO WILL BENEFIT
Executive management, marketing management, advertising management, advertising agency managers and creative, product development, market research, communications specialists.
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